BOSTON – Global athletic leader New Balance debuts a bold new brand platform today – Always in Beta – the brand’s promise to relentlessly improve, to never stop pushing and to always strive for more. At the same time, the brand highlights its focus on inspiring athletes around the world, both professional and every day, to reach for and achieve their goals, and then reset them towards even greater athletic accomplishments.
”Always in Beta is true to New Balance’s 100+-year old brand, our performance-based heritage and our core values,” says Rob DeMartini, President and CEO at New Balance. “It highlights our commitment to not rest on past successes, but be dedicated in our focus to continually push forward, to improve and aggressively deliver our best.”
Always in Beta highlights the brand’s goal to design and manufacture products that improve upon yesterday and to rally athletes everywhere to achieve, and then reset their own goals.
The platform’s marketing campaign is a concerted and passionate effort to engage with consumers and athletes around the world, showcasing New Balance’s complete range of footwear, apparel and accessories for a variety of athletic activities.
The cornerstone of the campaign is “The Storm” brand television commercial that represents the unrelenting desire to keep moving forward, to evolve and to progress. Filmed across three continents over four weeks, it follows the story of a woman on a run who reaches her limit. Unable to keep going, she digs deep, and with the help of a few hundred athletes – both professional and amateur – she finds the motivation to push forward.
“The Storm” video features 17 of the brand’s sponsored global professional athletes across the sports of running, baseball, tennis, football/soccer and triathlon. Faces of the campaign include Jenny Simpson, Emma Coburn, Miguel Cabrera, Robinson Cano, Milos Raonic, Aaron Ramsey, Vincent Kompany and Sebastian Kienle, among others. An online “Beta Hub” experience at newbalance.com/beta invites consumers to immerse themselves in all things Beta with stories featuring the brand’s athletes and product innovations. In addition, the campaign also includes in-store, digital, and print advertising.
“At New Balance, we know the meaning of always pushing forward because we are always working to innovate our products and initiatives that serve and inspire our global athletes,” says Hilary Keates, Director, Global Marketing and Brand Management. “This is the mindset we share with our athletes and that is reflected in our Always in Beta platform.”
The campaign highlights key global product introductions – Vazee running footwear and the Made for Movement apparel collection. It is also timed around the launch of the brand’s inaugural football inline boots and apparel.
Since 2010, the brand has nearly doubled its sales globally, sponsored high-caliber athletes around the world, and entered the global football market.